You have no control over Facebook, period. Imagine you've blindfolded yourself and handed your business over to a stranger. Facebook constantly makes changes without warning to stay competitive. Some changes go unnoticed, but others, like the one we'll explain below, can severely impact your business. We need to understand that social media is NOT our business; it's one of our communication, service, and marketing channels.
Let's review several important points to consider:
WAR FOR CONTROL OF DATA
Apple's policies have made it much harder for small businesses to reach its audience, limiting their growth and ability to compete with large corporations. In the United States alone, there are 110 million iOS users.
Studies show that when small businesses run Facebook ads to drive website sales (conversions), they experience a drop of over 60% in sales. For example, a local bookstore might spend $50 on a relevant, personalized ad and generate 5 sales. Without using its own data to personalize an ad, that same business would spend $50 and only generate 2 sales.
This new policy has made it much harder for new businesses to gain exposure, reduced the ability to create personalized ads, and will prevent us from accessing the information needed for audience segmentation. Now more than ever, it's essential to get our prospects off Facebook.
ALGORITHM
Facebook uses likes, comments, and shares to create its algorithm. This simply means that, depending on your interactions with profiles or pages, you'll only see what Facebook deems relevant in your news feed. To outperform the algorithm, you need to develop more sophisticated strategies to reach potential customers on Facebook.
I've heard people say more than once, "Facebook isn't working for me," or "I'm running Facebook Ads but getting no results; it's useless." This is because even if you know how to use Facebook, you don't necessarily have the knowledge needed to develop effective campaigns on Facebook (or any other digital platform).
The Facebook and Instagram algorithms are constantly changing. When I said that nobody knows how the Facebook algorithm works, that none of these gurus can tell you how to change it, experts confirm in the documentary "The Social Dilemma" that "only a handful of people know how these systems work, and even they don't fully understand them"... Don't be fooled by people who continue to become millionaires by spreading misinformation.
VULNERABILITY
While Facebook spares no effort in maintaining its platforms in optimal condition, the infamous "crashes" have occurred on several occasions. In March 2019, the outage lasted 14 hours.
CAN THEY CLOSE MY FACEBOOK PAGE FOR NO APPARENT REASON?
The answer is yes. From one day to the next, without any prior communication or notice, Facebook can close your business page. I've seen it happen with my clients. This occurred to a Valencian horchata company called Mon Orxata in 2017. This situation caused the company to drop 36% in revenue, with losses exceeding €40,000. Mon Orxata successfully sued Facebook, setting an important precedent where, for the first time, a multinational American company was forced to submit to European jurisdiction.
While Facebook is an excellent communication channel with your customers and offers very good advertising tools, it's important to understand that it's not the only tool to use.
DON'T PUT ALL YOUR EGGS IN ONE BASKET
You can't have all your business information in a single medium or focus your strategies on media you don't control.
YOU HAVE TO, let me write that again, YOU HAVE TO get your prospects off Facebook.
How can you do it? By using a CRM system like Keap to create a database of qualified leads, which you can then follow up with OUTSIDE of social media.
With Keap you can create landing pages, informational web pages, and now you can create pages to collect payments, registration pages, etc.
If you still haven't found reasons to start using a CRM system and stop depending on Facebook, take advantage of Keap's offer and sign up with a 50% discount.
>> Click here << and take advantage of the offer.
Do you have any questions? Write to me at hola@biensocialmedia.com